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104-409: The Cybook Opus is an ultra-light reading device based on E Ink screen technology. The device is 4.2″ x 6″ x 0.4″ inches and weighs 5.3 oz (150 g), battery included. It features E Ink electronic ink with a 200 dpi display which is enough for text, although not enough for high quality images. Its screen possesses a paper-like high contrast appearance and is readable under direct sunlight. It

208-439: A target audience . Marketers tend to treat brands as more than the difference between the actual cost of a product and its selling price; rather brands represent the sum of all valuable qualities of a product to the consumer and are often treated as the total investment in brand building activities including marketing communications. Consumers may look on branding as an aspect of products or services, as it often serves to denote

312-469: A titulus pictus . The inscription typically specified information such as place of origin, destination, type of product and occasionally quality claims or the name of the manufacturer. Roman marks or inscriptions were applied to a very wide variety of goods, including, pots, ceramics, amphorae (storage/shipping containers) and on factory-produced oil-lamps. Carbonized loaves of bread , found at Herculaneum , indicate that some bakers stamped their bread with

416-1415: A battery lifetime of 8,000 page flips. The page flips are the only thing that consumes battery. To charge the device, you use the same included USB cable that you use for transferring content to it (either via free Adobe Digital Editions software or by dragging and dropping to storage). It takes 5 hours for a full charge. To a host computer the Cybook functions as a typical USB mass storage device. The user can categorize your books into folders and subfolders for easy access. It stores up to 1,000 titles in 1 GB of built in flash memory. A Micro Secure Digital card slot allows for expanded storage, which does support SDHC cards for up to 32 GB more storage space. The device uses TrueType fonts (TTF), and can also be used as an image viewer. Text formats : Adobe ePub / PDF (native or DRM-protected), TXT, FictionBook (.fb2) and HTML files without any conversions. One has to choose between ePub or Mobi (due to Amazon contract restrictions), but you can swap Mobi and ePUB firmware as often as you wish (and as sensible). Conversions from all formats can be done with 3rd party software such as Calibre. Image formats (black and white): JPEG , GIF and PNG The Cybook technically supports PDF files, however it doesn't actually reflow text. Current firmware revisions support ten levels of zoom and allow scrolling around

520-636: A brand may recognize that advertising touchpoints are most effective during the pre-purchase experience stage therefore they may target their advertisements to new customers rather than to existing customers. Overall, a brand has the ability to strengthen brand equity by using IMC branding communications through touchpoints. Brand communication is important in ensuring brand success in the business world and refers to how businesses transmit their brand messages, characteristics and attributes to their consumers . One method of brand communication that companies can exploit involves electronic word-of-mouth (eWOM). eWOM

624-400: A brand may showcase its primary attribute as environmental friendliness. However, a brand's attributes alone are not enough to persuade a customer into purchasing the product. These attributes must be communicated through benefits , which are more emotional translations. If a brand's attribute is being environmentally friendly, customers will receive the benefit of feeling that they are helping

728-403: A brand name is a "memory heuristic": a convenient way to remember preferred product choices. A brand name is not to be confused with a trademark which refers to the brand name or part of a brand that is legally protected. For example, Coca-Cola not only protects the brand name, Coca-Cola , but also protects the distinctive Spencerian script and the contoured shape of the bottle. Brand identity

832-463: A brand with consumers. For example, a jingle or background music can have a positive effect on brand recognition, purchasing behaviour and brand recall. Therefore, when looking to communicate a brand with chosen consumers, companies should investigate a channel of communication that is most suitable for their short-term and long-term aims and should choose a method of communication that is most likely to reach their target consumers. The match-up between

936-478: A brand, the more they trusted the brand. This suggests that a company could look to employ a social-media campaign to gain consumer trust and loyalty as well as in the pursuit of communicating brand messages. McKee (2014) also looked into brand communication and states that when communicating a brand, a company should look to simplify its message as this will lead to more value being portrayed as well as an increased chance of target consumers recalling and recognizing

1040-518: A broad range of goods. In 1266, makers' marks on bread became compulsory in England. The Italians used brands in the form of watermarks on paper in the 13th century. Blind stamps , hallmarks , and silver-makers' marks —all types of brand—became widely used across Europe during this period. Hallmarks, although known from the 4th-century, especially in Byzantium, only came into general use during

1144-444: A button at its centre below the screen, which is primarily used for navigating the menu system but can also be used for page navigation. The menu is activated by a dedicated button, and then there's a back button to return to the previous option or screen. It has an accelerometer that allows it to switch from portrait to landscape mode automatically (if the option is enabled), which will appeal equally to left and right-handed readers. All

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1248-412: A category is differentiated from its competing brands, and thus the brand helps customers & potential customers understand which brand satisfies their needs. Thus, the brand offers the customer a short-cut to understanding the different product or service offerings that make up a particular category. Brand awareness is a key step in the customer's purchase decision process, since some kind of awareness

1352-417: A certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services can command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic , store-branded product), potential purchasers may often select the more expensive branded product on the basis of the perceived quality of

1456-1021: A corporation hopes to accomplish, and to explain why customers should choose one brand over its competitors. Brand personality refers to "the set of human personality traits that are both applicable to and relevant for brands." Marketers and consumer researchers often argue that brands can be imbued with human-like characteristics which resonate with potential consumers. Such personality traits can assist marketers to create unique, brands that are differentiated from rival brands. Aaker conceptualized brand personality as consisting of five broad dimensions, namely: sincerity (down-to-earth, honest, wholesome, and cheerful), excitement (daring, spirited, imaginative, and up to date), competence (reliable, intelligent, and successful), sophistication (glamorous, upper class, charming), and ruggedness (outdoorsy and tough). Subsequent research studies have suggested that Aaker's dimensions of brand personality are relatively stable across different industries, market segments and over time. Much of

1560-457: A dark dye. The result was a system of microcapsules that could be applied to a surface and could then be charged independently to create black and white images. A first patent was filed by MIT for the microencapsulated electrophoretic display in October 1996. The scientific paper was featured on the cover of Nature , something extremely unusual for work done by undergraduates. The advantage of

1664-472: A different stage in a customer's cognitive ability to address the brand in a given circumstance. Marketers typically identify two distinct types of brand awareness; namely brand recall (also known as unaided recall or occasionally spontaneous recall ) and brand recognition (also known as aided brand recall ). These types of awareness operate in entirely different ways with important implications for marketing strategy and advertising. Brand recognition

1768-437: A film that can dynamically change colors, patterns and designs with architectural products. E Ink displays can also be made flexible. E Ink has since partnered with various companies, including Sony , Ledger  [ Wikidata ] , Motorola and Amazon . E Ink's "Vizplex" technology is used by Sony Reader , MOTOFONE F3 , Barnes & Noble Nook, Kindle , txtr Beagle, and Kobo eReader . E Ink's "Pearl" technology

1872-462: A given category, when prompted with a brand name, a larger number of consumers are typically able to recognize it. Brand recognition is most successful when people can elicit recognition without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans, and colors. For example, Disney successfully branded its particular script font (originally created for Walt Disney's "signature" logo ), which it used in

1976-493: A high level of brand equity. Brand owners manage their brands carefully to create shareholder value . Brand valuation is a management technique that ascribes a monetary value to a brand. The word brand , originally meaning a burning piece of wood, comes from a Middle English brand , meaning "torch", from an Old English brand . It became to also mean the mark from burning with a branding iron. Branding and labeling have an ancient history. Branding probably began with

2080-507: A low-involvement purchasing decision. Brand recognition is often the mode of brand awareness that operates in retail shopping environments. When presented with a product at the point-of-sale, or after viewing its visual packaging, consumers are able to recognize the brand and may be able to associate it with attributes or meanings acquired through exposure to promotion or word-of-mouth referrals. In contrast to brand recall, where few consumers are able to spontaneously recall brand names within

2184-519: A multi-page book with content that could be changed at the push of a button and required little power to use. Neil Gershenfeld recruited Jacobson for the MIT Media Lab in 1995, after hearing Jacobson's ideas for an electronic book. Jacobson, in turn, recruited MIT undergrads Barrett Comiskey, a math major, and J.D. Albert, a mechanical engineering major, to create the display technology required to realize his vision. The initial approach

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2288-581: A product depends on the entire panel stack, including touch sensor and front light (when provided). E Ink Spectra is a three pigment display. The display uses microcups, each of which contains three pigments. It is available for retail and electronic shelf tag labels. It is currently produced with black, white and red or black, white and yellow pigments. Advanced Color ePaper (ACeP) was announced at SID Display Week in May 2016. The display contains four pigments in each microcapsule or microcup thereby eliminating

2392-399: A receiver, it runs the risk of the receiver incorrectly interpreting the message. Therefore, a brand should use appropriate communication channels to positively "…affect how the psychological and physical aspects of a brand are perceived". In order for brands to effectively communicate to customers, marketers must "…consider all touch point |s, or sources of contact, that a customer has with

2496-612: A rival electrophoretic display company. E Ink is made into a film and then integrated into electronic displays, enabling novel applications in phones, watches, magazines, wearables and e-readers, etc. The Motorola F3 was the first mobile phone to employ E Ink technology in its display to take advantage of the material's ultra-low power consumption. In addition, the Samsung Alias 2 uses this technology in its keypad in order to allow varying reader orientations. The October 2008 limited edition North American issue of Esquire

2600-516: A strategic partner relationship with Chi Mei Optoelectronics Corp. (now Chimei InnoLux Corporation , part of the Hon Hai- Foxconn Group). Foxconn is the sole ODM partner for Prime View's Netronix Inc., the supplier of E Ink panel e-readers, but the end-use products appear in various guises, e.g., as Bookeen, COOL-ER, PocketBook, etc. PVI renamed itself E Ink Holdings Inc. after the purchase. In December 2012, E Ink acquired SiPix,

2704-414: A trademark from the late 1870s, with great success. Pears' soap , Campbell's soup , Coca-Cola , Juicy Fruit chewing gum and Aunt Jemima pancake mix were also among the first products to be "branded" in an effort to increase the consumer's familiarity with the product's merits. Other brands which date from that era, such as Ben's Original rice and Kellogg's breakfast cereal, furnish illustrations of

2808-407: A trademark in the form of a 'White Rabbit", which signified good luck and was particularly relevant to women, who were the primary purchasers. Details in the image show a white rabbit crushing herbs, and text includes advice to shoppers to look for the stone white rabbit in front of the maker's shop. In ancient Rome , a commercial brand or inscription applied to objects offered for sale was known as

2912-455: A variety of business roles and served as CEO from 2004 to 2009. On June 1, 2008, E Ink Corp. announced an initial agreement to be purchased by PVI for $ 215 million, an amount that eventually reached US $ 450 million following negotiations. E Ink was officially acquired on December 24, 2009. The purchase by PVI magnified the scale of production for the E Ink e-paper display, since Prime View also owned BOE Hydis Technology Co., Ltd and maintained

3016-509: A visual or verbal cue. For example, when looking to satisfy a category need such as a toilet paper, the customer would firstly be presented with multiple brands to choose from. Once the customer is visually or verbally faced with a brand, they may remember being introduced to it before. When given a cue, consumers able to retrieve the memory node associated with the brand exhibit brand recognition. Often, this form of brand awareness assists customers in choosing one brand over another when faced with

3120-413: Is a brand's personality . Quite literally, one can easily describe a successful brand identity as if it were a person. This form of brand identity has proven to be the most advantageous in maintaining long-lasting relationships with consumers, as it gives them a sense of personal interaction with the brand Collectively, all four forms of brand identification help to deliver a powerful meaning behind what

3224-420: Is a collection of individual components, such as a name, a design, a set of images, a slogan, a vision, writing style, a particular font or a symbol etc. which sets the brand aside from others. For a company to exude a strong sense of brand identity, it must have an in-depth understanding of its target market, competitors and the surrounding business environment. Brand identity includes both the core identity and

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3328-758: Is a color display that is easy to read in high light. The Triton is able to display 16 shades of gray, and 4,096 colors. E Ink Triton is used in commercially available products such as the Hanvon color e-reader, JetBook Color made by ectaco and PocketBook Color Lux made by PocketBook . E Ink Triton 2 is the last generation of E Ink Triton color displays. The e-readers featuring it appeared in 2013. They include Ectaco Jetbook Color 2 and Pocketbook Color Lux. E Ink Carta , announced in January 2013 at International CES , features 768 by 1024 resolution on 6-inch displays, with 212 ppi pixel density . Named Carta, it

3432-403: Is a fundamental asset to a brand's equity , the worth of a brand's identity would become obsolete without ongoing brand communication. Integrated marketing communications (IMC) relates to how a brand transmits a clear consistent message to its stakeholders . Five key components comprise IMC: The effectiveness of a brand's communication is determined by how accurately the customer perceives

3536-469: Is a precondition to purchasing. That is, customers will not consider a brand if they are not aware of it. Brand awareness is a key component in understanding the effectiveness both of a brand's identity and of its communication methods. Successful brands are those that consistently generate a high level of brand awareness, as this can be the pivotal factor in securing customer transactions. Various forms of brand awareness can be identified. Each form reflects

3640-410: Is a relatively new approach [Phelps et al., 2004] identified to communicate with consumers. One popular method of eWOM involves social networking sites (SNSs) such as Twitter . A study found that consumers classed their relationship with a brand as closer if that brand was active on a specific social media site (Twitter). Research further found that the more consumers "retweeted" and communicated with

3744-543: Is also used in the Nook Simple Touch , Kobo eReader Touch , Kobo Glo , Onyx Boox M90, X61S and Pocketbook Touch. E Ink Mobius is an E Ink display using a flexible plastic backplane, so it can resist small impacts and some flexing. Products using this include Sony Digital Paper DPT-S1 , Pocketbook CAD Reader Flex, Dasung Paperlike HD and Onyx Boox MAX 3. E Ink Triton , announced in November 2010,

3848-505: Is claimed to have a 50% better contrast ratio. It is used by 2011-2012 Kindle models, Barnes & Noble Nook Simple Touch, Kobo Touch, and Sony PRS-T1. E Ink's "Carta" technology is used by reMarkable, Kindle Paperwhite (2nd and 3rd generation), Kindle Voyage, Kobo Glo HD, Kobo Aura H2O, and Kindle Oasis. E Ink Vizplex is the first generation of the E Ink displays. Vizplex was announced in May 2007. E Ink Pearl , announced in July 2010,

3952-423: Is not the best E-Ink screen available, as it supports only 4 shades of gray compared with the 8 or 16 shades on some other readers. The control system include: -two long buttons to the right of the screen (in standard portrait mode) to handle page navigation. Side buttons can be flipped (“Advanced…” menu), allowing one hand page turns with thumb on lower button (portrait modes only). -a four-way navigation wheel with

4056-421: Is often little to differentiate between several types of products in the 21st century, hence branding is among a few remaining forms of product differentiation . Brand equity is the measurable totality of a brand's worth and is validated by observing the effectiveness of these branding components. When a customer is familiar with a brand or favors it incomparably over its competitors, a corporation has reached

4160-442: Is one of the initial phases of brand awareness and validates whether or not a customer remembers being pre-exposed to the brand. Brand recognition (also known as aided brand recall ) refers to consumers' ability to correctly differentiate a brand when they come into contact with it. This does not necessarily require consumers to identify or recall the brand name. When customers experience brand recognition, they are triggered by either

4264-406: Is stronger than brand recognition, as the brand must be firmly cemented in the consumer's memory to enable unassisted remembrance. This gives the company huge advantage over its competitors because the customer is already willing to buy or at least know the company offering available in the market. Thus, brand recall is a confirmation that previous branding touchpoints have successfully fermented in

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4368-564: Is the herbal paste known as chyawanprash , consumed for its purported health benefits and attributed to a revered rishi (or seer) named Chyawan. One well-documented early example of a highly developed brand is that of White Rabbit sewing needles, dating from China's Song dynasty (960 to 1127 CE). A copper printing plate used to print posters contained a message which roughly translates as: "Jinan Liu's Fine Needle Shop: We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time." The plate also includes

4472-611: Is the second generation of E Ink displays. The updated Amazon Kindle DX was the first device announced to use the screen. Amazon used this display technology in new Kindle models until the Paperwhite 2 refresh in 2013. The basic Kindle with touch continued to use Pearl until 2022 when the Kindle 11 was upgraded past 167 dpi. Sony also included this technology into its 2010 models of the Sony Reader PRS series. This display

4576-400: Is used in mobile devices such as e-readers , digital signage , smartwatches , mobile phones , electronic shelf labels and architecture panels. The notion of a low-power paper-like display had existed since the 1970s, originally conceived by researchers at Xerox PARC, but had never been realized. While a post-doctoral student at Stanford University , physicist Joseph Jacobson envisioned

4680-695: Is used in the Kindle Paperwhite 2 (2013), the Pocketbook Touch Lux 3 (2015), and the Kobo Nia (2020). E Ink Carta HD features a 1080 by 1440 resolution on a 6" screen with 300 ppi. It is used in many eReaders including all new Kindle model lines since 2014 (Voyage, Oasis, Scribe) as well as the Paperwhite 3 (2015) and newer, Tolino Vision 2 (2014), Kobo Glo HD (2015), Nook Glowlight Plus (2015), Cybook Muse Frontlight, PocketBook Touch HD (2016), PocketBook Touch HD 2 (2017), and

4784-557: The National Inventors Hall of Fame in May 2016. In 2005, Philips sold the electronic paper business as well as its related patents to one of its primary business partners, Prime View International (PVI), a Hsinchu , Taiwan -based manufacturer. At the E Ink Corporation, Comiskey led the development effort for E Ink's first generation of electronic ink, while Albert developed the manufacturing methods used to make electronic ink displays in high volumes. Wilcox played

4888-784: The Qin dynasty (221-206 BCE); large numbers of seals survive from the Harappan civilization of the Indus Valley (3,300–1,300 BCE) where the local community depended heavily on trade; cylinder seals came into use in Ur in Mesopotamia in around 3,000 BCE, and facilitated the labelling of goods and property; and the use of maker's marks on pottery was commonplace in both ancient Greece and Rome. Identity marks, such as stamps on ceramics, were also used in ancient Egypt. Diana Twede has argued that

4992-478: The marketing and communication techniques and tools that help to distinguish a company or products from competitors, aiming to create a lasting impression in the minds of customers . The key components that form a brand's toolbox include a brand's identity, personality, product design , brand communication (such as by logos and trademarks ), brand awareness , brand loyalty , and various branding ( brand management ) strategies. Many companies believe that there

5096-481: The "consumer packaging functions of protection, utility and communication have been necessary whenever packages were the object of transactions". She has shown that amphorae used in Mediterranean trade between 1,500 and 500 BCE exhibited a wide variety of shapes and markings, which consumers used to glean information about the type of goods and the quality. The systematic use of stamped labels dates from around

5200-484: The "cool" factor. This began the modern practice now known as branding , where the consumers buy the brand instead of the product and rely on the brand name instead of a retailer's recommendation. The process of giving a brand "human" characteristics represented, at least in part, a response to consumer concerns about mass-produced goods. The Quaker Oats Company began using the image of the Quaker Man in place of

5304-400: The "…potential to add positive – or suppress negative – associations to the brand's equity" Thus, a brand's IMC should cohesively deliver positive messages through appropriate touch points associated with its target market. One methodology involves using sensory stimuli touch points to activate customer emotion. For example, if a brand consistently uses a pleasant smell as a primary touchpoint,

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5408-498: The .pdf readme file User interface is available in a total of 23 languages. As it lacks a keyboard, it does not have dictionary support, annotations and bookmarks. It also does not have Wi-Fi access, text-to-speech support nor the possibility of listening to music while reading. It is meant only for reading, like a physical book. The main concern was to make it small and lightweight, so that one can read for hours without discomfort. It uses open formats and standards so it would not lock

5512-518: The 1st century CE. The use of hallmarks , a type of brand, on precious metals dates to around the 4th century CE. A series of five marks occurs on Byzantine silver dating from this period. Some of the earliest use of maker's marks, dating to about 1,300 BCE, have been found in India. The oldest generic brand in continuous use, known in India since the Vedic period ( c.  1100 BCE to 500 BCE),

5616-606: The 6th century BCE. A vase manufactured around 490 BCE bears the inscription " Sophilos painted me", indicating that the object was both fabricated and painted by a single potter. Branding may have been necessary to support the extensive trade in such pots. For example, 3rd-century Gaulish pots bearing the names of well-known potters and the place of manufacture (such as Attianus of Lezoux , Tetturo of Lezoux and Cinnamus of Vichy ) have been found as far away as Essex and Hadrian's Wall in England. English potters based at Colchester and Chichester used stamps on their ceramic wares by

5720-507: The E Ink Corporation in 1997, two months prior to Albert and Comiskey's graduation from MIT. E Ink Corporation (or simply "E Ink") is a subsidiary of E Ink Holdings (EIH), a Taiwanese Holding Company (8069.TWO) manufacturer. They are the manufacturer and distributor of electrophoretic displays , a kind of electronic paper , that they market under the name E Ink. E Ink Corporation is headquartered in Billerica, Massachusetts . The company

5824-514: The Kobo Clara HD (2018). The original E Ink Carta display was renamed to Carta 1000, and refinements in Carta 1100 and Carta 1200 improved response times and display contrast. A later refinement in Carta 1250 improved response times and contrast again. E Ink Carta and Carta HD displays support Regal waveform technology, which reduces the need for page refreshes. The overall contrast in

5928-534: The Medieval period. British silversmiths introduced hallmarks for silver in 1300. Some brands still in existence as of 2018 date from the 17th, 18th, and 19th centuries' period of mass-production. Bass Brewery , the British brewery founded in 1777, became a pioneer in international brand marketing. Many years before 1855, Bass applied a red triangle to casks of its pale ale. In 1876, its red-triangle brand became

6032-476: The atrium, and bearing labels as follows: Scaurus' fish sauce was known by people across the Mediterranean to be of very high quality, and its reputation traveled as far away as modern France. In both Pompeii and nearby Herculaneum, archaeological evidence also points to evidence of branding and labeling in relatively common use across a broad range of goods. Wine jars, for example, were stamped with names, such as "Lassius" and "L. Eumachius"; probably references to

6136-524: The barrels used, effectively using a corporate trademark as a quasi-brand. Factories established following the Industrial Revolution introduced mass-produced goods and needed to sell their products to a wider market—that is, to customers previously familiar only with locally produced goods. It became apparent that a generic package of soap had difficulty competing with familiar, local products. Packaged-goods manufacturers needed to convince

6240-427: The beginnings of brand management. This trend continued to the 1980s, and as of 2018 is quantified by marketers in concepts such as brand value and brand equity . Naomi Klein has described this development as "brand equity mania". In 1988, for example, Philip Morris Companies purchased Kraft Foods Inc. for six times what the company was worth on paper. Business analysts reported that what they really purchased

6344-401: The brand and is termed the consumer's brand experience . The brand is often intended to create an emotional response and recognition, leading to potential loyalty and repeat purchases. The brand experience is a brand's action perceived by a person. The psychological aspect, sometimes referred to as the brand image , is a symbolic construct created within the minds of people, consisting of all

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6448-412: The brand has a much higher chance of creating a positive lasting effect on its customers' senses as well as memory. Another way a brand can ensure that it is utilizing the best communication channel is by focusing on touchpoints that suit particular areas associated with customer experience . As suggested Figure 2, certain touch points link with a specific stage in customer-brand-involvement. For example,

6552-413: The brand or on the basis of the reputation of the brand owner. Brand awareness involves a customer's ability to recall and/or recognize brands, logos, and branded advertising. Brands help customers to understand which brands or products belong to which product or service category. Brands assist customers to understand the constellation of benefits offered by individual brands, and how a given brand within

6656-425: The brand". Touch points represent the channel stage in the traditional communication model, where a message travels from the sender to the receiver. Any point where a customer has an interaction with the brand - whether watching a television advertisement, hearing about a brand through word of mouth or even noticing a branded license plate – defines a touchpoint. According to Dahlen et al. (2010), every touchpoint has

6760-400: The brand's intended message through its IMC. Although IMC is a broad strategic concept, the most crucial brand communication elements are pinpointed to how the brand sends a message and what touch points the brand uses to connect with its customers [Chitty 2005]. One can analyze the traditional communication model into several consecutive steps: When a brand communicates a brand identity to

6864-509: The brand, he or she is more likely to try other products offered by the company – such as chocolate-chip cookies, for example. Brand development, often performed by a design team , takes time to produce. A brand name is the part of a brand that can be spoken or written and identifies a product, service or company and sets it apart from other comparable products within a category. A brand name may include words, phrases, signs, symbols, designs, or any combination of these elements. For consumers,

6968-455: The brand. In 2012 Riefler stated that if the company communicating a brand is a global organization or has future global aims, that company should look to employ a method of communication that is globally appealing to their consumers, and subsequently choose a method of communication with will be internationally understood. One way a company can do this involves choosing a product or service's brand name, as this name will need to be suitable for

7072-501: The consumer through branding. Producers began by attaching simple stone seals to products which, over time, gave way to clay seals bearing impressed images, often associated with the producer's personal identity thus giving the product a personality. Not all historians agree that these markings are comparable with modern brands or labels, with some suggesting that the early pictorial brands or simple thumbprints used in pottery should be termed proto-brands while other historians argue that

7176-537: The controls change to match the orientation, and behave as a user would expect - whichever page button is "top" or "right" will go to the next page, and the "bottom" or "left" button will go to the previous page, no matter which way around you hold the Opus. While reading and also in the “Library”, keeping next/previous page button pressed will enter the fast pagination mode. It has a Lithium Polymer (Li-Polymer) rechargeable (and replaceable, unlike other devices) battery, with

7280-516: The environment by associating with the brand. Aside from attributes and benefits, a brand's identity may also involve branding to focus on representing its core set of values . If a company is seen to symbolize specific values, it will, in turn, attract customers who also believe in these values. For example, Nike's brand represents the value of a " just do it " attitude. Thus, this form of brand identification attracts customers who also share this same value. Even more extensive than its perceived values

7384-414: The extended identity. The core identity reflects consistent long-term associations with the brand; whereas the extended identity involves the intricate details of the brand that help generate a constant motif. According to Kotler et al. (2009), a brand's identity may deliver four levels of meaning: A brand's attributes are a set of labels with which the corporation wishes to be associated. For example,

7488-422: The firmware is open source but not the application. This could be due to the support for DRM protected e-books, which probably require third party libraries. June 2010 Bookeen published a much improved firmware. This new firmware, (V2.1 build 1198) brings the 1 second mode: Cybook can be switched on/off in 1 second, keeping last read page open -this allows you to switch on and off without having to boot each time. See

7592-426: The first registered trademark issued by the British government. Guinness World Records recognizes Tate & Lyle (of Lyle's Golden Syrup ) as Britain's, and the world's, oldest branding and packaging, with its green-and-gold packaging having remained almost unchanged since 1885. Twinings tea has used the same logo – capitalized font beneath a lion crest – since 1787, making it

7696-405: The first use of E Ink in traffic signage. Transport for London made trials of E Ink displays at bus stops to offer timetables, route maps and real-time travel information. A Whole Foods store opened in 2016 with E Ink shelf labels that can update product info remotely. E Ink Prism was announced in January 2015 at International CES and is the internal name for E Ink's bistable ink technology in

7800-642: The fourth century BCE. In largely pre-literate society, the shape of the amphora and its pictorial markings conveyed information about the contents, region of origin and even the identity of the producer, which were understood to convey information about product quality. David Wengrow has argued that branding became necessary following the urban revolution in ancient Mesopotamia in the 4th century BCE, when large-scale economies started mass-producing commodities such as alcoholic drinks, cosmetics and textiles. These ancient societies imposed strict forms of quality-control over commodities, and also needed to convey value to

7904-559: The glass filter layer used in the E Ink Triton family of displays. Kaleido Plus and Kaleido 3 were released in 2021 and 2023 respectively, further improving performance and pixel density. A comparison of a selection of E Ink displays as of June 2017 Brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business , marketing , and advertising for recognition and, importantly, to create and store value as brand equity for

8008-436: The information and expectations associated with a product, with a service, or with the companies providing them. Marketers or product managers that responsible for branding, seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics, which make it special or unique. A brand can, therefore, become one of

8112-430: The literature on branding suggests that consumers prefer brands with personalities that are congruent with their own. Consumers may distinguish the psychological aspect (brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand) of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with

8216-419: The logo for go.com . Unlike brand recognition, brand recall (also known as unaided brand recall or spontaneous brand recall ) is the ability of the customer retrieving the brand correctly from memory. Rather than being given a choice of multiple brands to satisfy a need, consumers are faced with a need first, and then must recall a brand from their memory to satisfy that need. This level of brand awareness

8320-473: The market that the public could place just as much trust in the non-local product. Gradually, manufacturers began using personal identifiers to differentiate their goods from generic products on the market. Marketers generally began to realize that brands, to which personalities were attached, outsold rival brands. By the 1880s, large manufacturers had learned to imbue their brands' identity with personality traits such as youthfulness, fun, sex appeal, luxury or

8424-540: The marketplace that it aims to enter. It is important that if a company wishes to develop a global market, the company name will also need to be suitable in different cultures and not cause offense or be misunderstood. When communicating a brand, a company needs to be aware that they must not just visually communicate their brand message and should take advantage of portraying their message through multi-sensory information. One article suggests that other senses, apart from vision, need to be targeted when trying to communicate

8528-554: The microencapsulated electrophoretic display and its potential for satisfying the practical requirements of electronic paper were summarized in the abstract of the Nature paper: It has for many years been an ambition of researchers in display media to create a flexible low-cost system that is the electronic analogue of paper ... viewing characteristic[s] result in an "ink on paper" look. But such displays have to date suffered from short lifetimes and difficulty in manufacture. Here we report

8632-400: The minds of its consumers. Marketing-mix modeling can help marketing leaders optimize how they spend marketing budgets to maximize the impact on brand awareness or on sales. Managing brands for value creation will often involve applying marketing-mix modeling techniques in conjunction with brand valuation . Brands typically comprise various elements, such as: Although brand identity

8736-433: The most enduring campaigns of the 20th-century. Brand advertisers began to imbue goods and services with a personality, based on the insight that consumers searched for brands with personalities that matched their own. Effective branding, attached to strong brand values, can result in higher sales of not only one product, but of other products associated with that brand. If a customer loves Pillsbury biscuits and trusts

8840-579: The most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace . This means that building a strong brand helps to distinguish a product from similar ones and differentiate it from competitors. The art of creating and maintaining a brand is called brand management . The orientation of an entire organization towards its brand is called brand orientation . Brand orientation develops in response to market intelligence . Careful brand management seeks to make products or services relevant and meaningful to

8944-455: The name E Ink Gallery 3 . The first readers started shipping in 2023, however some planned e-readers were later postponed due to supply issues. E Ink Kaleido , originally announced in December 2019 as "Print Color", is the first of a new generation of color displays based on one of E Ink's greyscale displays with a color filter layer. E Ink Kaleido uses a plastic color filter layer, unlike

9048-564: The name of the producer. The use of identity marks on products declined following the fall of the Roman Empire . In the European Middle Ages , heraldry developed a language of visual symbolism which would feed into the evolution of branding, and with the rise of the merchant guilds the use of marks resurfaced and was applied to specific types of goods. By the 13th century, the use of maker's marks had become evident on

9152-432: The need for a color filter overlay. The pigments used are cyan, magenta, yellow and white, enabling display of a full color gamut and up to 32,000 colors. Initially targeted at the in-store signage market, with 20-inch displays with a resolution of 1600 by 2500 pixels at 150 ppi with a two-second refresh rate, it began shipping for signage purposes in late 2018. It is also being commercially manufactured for e-readers under

9256-412: The object identified, to the benefit of the brand's customers, its owners and shareholders . Brand names are sometimes distinguished from generic or store brands . The practice of branding—in the original literal sense of marking by burning—is thought to have begun with the ancient Egyptians , who are known to have engaged in livestock branding and branded slaves as early as 2,700 BCE. Branding

9360-622: The page, making the device suitable for reading many PDF files. 12 font sizes, from very small to very large (works with ePub, HTML, FB2, TXT). You can add your own fonts. Create a folder called "Fonts" (the name is case sensitive) under the "CyBook" USB drive and add your TrueType or OpenType fonts to it (works with ePub, HTML, FB2, TXT). Layout can be switched between justified and left-aligned text (works with ePub, HTML, FB2, TXT). Text emboldening: allows setting text in bold for maximized contrast (works with ePub, HTML, FB2, TXT). The Cybook Opus runs Linux as its underlying operating system; however,

9464-657: The practice of branding livestock to deter theft. Images of the branding of cattle occur in ancient Egyptian tombs dating to around 2,700 BCE. Over time, purchasers realized that the brand provided information about origin as well as about ownership, and could serve as a guide to quality. Branding was adapted by farmers, potters, and traders for use on other types of goods such as pottery and ceramics. Forms of branding or proto-branding emerged spontaneously and independently throughout Africa, Asia and Europe at different times, depending on local conditions. Seals , which acted as quasi-brands, have been found on early Chinese products of

9568-407: The practice of branding objects extended to a broader range of packaging and goods offered for sale including oil , wine , cosmetics , and fish sauce and, in the 21st century, extends even further into services (such as legal , financial and medical ), political parties and people 's stage names. In the modern era, the concept of branding has expanded to include deployment by a manager of

9672-473: The presence of these simple markings does not imply that mature brand management practices operated. Scholarly studies have found evidence of branding, packaging, and labeling in antiquity. Archaeological evidence of potters' stamps has been found across the breadth of the Roman Empire and in ancient Greece . Stamps were used on bricks, pottery, and storage containers as well as on fine ceramics. Pottery marking had become commonplace in ancient Greece by

9776-518: The producer's name. Roman glassmakers branded their works, with the name of Ennion appearing most prominently. One merchant that made good use of the titulus pictus was Umbricius Scaurus, a manufacturer of fish sauce (also known as garum ) in Pompeii, c.  35 CE . Mosaic patterns in the atrium of his house feature images of amphorae bearing his personal brand and quality claims. The mosaic depicts four different amphora, one at each corner of

9880-595: The synthesis of an electrophoretic ink based on the microencapsulation of an electrophoretic dispersion. The use of a microencapsulated electrophoretic medium solves the lifetime issues and permits the fabrication of a bistable electronic display solely by means of printing. This system may satisfy the practical requirements of electronic paper. A second patent was filed by MIT for the microencapsulated electrophoretic display in March 1997. Subsequently, Albert, Comiskey and Jacobson along with Russ Wilcox and Jerome Rubin founded

9984-476: The trend. By the early 1900s, trade press publications, advertising agencies , and advertising experts began producing books and pamphlets exhorting manufacturers to bypass retailers and to advertise directly to consumers with strongly branded messages. Around 1900, advertising guru James Walter Thompson published a housing advertisement explaining trademark advertising. This was an early commercial explanation of what scholars now recognize as modern branding and

10088-410: The user into one company's products in future. E Ink E Ink ( electronic ink ) is a brand of electronic paper (e-paper) display technology commercialized by the E Ink Corporation , which was co-founded in 1997 by MIT undergraduates JD Albert and Barrett Comiskey , MIT Media Lab professor Joseph Jacobson , Jerome Rubin and Russ Wilcox. It is available in grayscale and color and

10192-400: The way in which consumers had started to develop relationships with their brands in a social/psychological/anthropological sense. Advertisers began to use motivational research and consumer research to gather insights into consumer purchasing. Strong branded campaigns for Chrysler and Exxon /Esso, using insights drawn from research into psychology and cultural anthropology , led to some of

10296-417: The world's oldest in continuous use. A characteristic feature of 19th-century mass-marketing was the widespread use of branding, originating with the advent of packaged goods . Industrialization moved the production of many household items, such as soap , from local communities to centralized factories . When shipping their items, the factories would literally brand their logo or company insignia on

10400-426: Was co-founded in 1997 by two undergraduates J.D. Albert and Barrett Comiskey , along with Joseph Jacobson (professor in the MIT Media Lab ), Jerome Rubin ( LexisNexis co-founder) and Russ Wilcox. Two years later, E Ink partnered with Philips to develop and market the technology. Jacobson and Comiskey are listed as inventors on the original patent filed in 1996. Albert, Comiskey, and Jacobsen were inducted into

10504-435: Was the brand name. With the rise of mass media in the early 20th century, companies adopted techniques that allowed their messages to stand out. Slogans , mascots , and jingles began to appear on radio in the 1920s and in early television in the 1930s . Soap manufacturers sponsored many of the earliest radio drama series, and the genre became known as soap opera . By the 1940s, manufacturers began to recognize

10608-582: Was the first magazine cover to integrate E Ink. This cover featured flashing text. It was manufactured in Shanghai and was shipped refrigerated to the United States for binding. The E Ink was powered by a 90-day integrated battery supply. In July 2015, New South Wales Road and Maritime Services installed road traffic signs using E Ink in Sydney, Australia . The installed e-paper traffic signs represent

10712-576: Was to create tiny spheres which were half white and half black, and which, depending on the electric charge, would rotate such that the white side or the black side would be visible on the display. Albert and Comiskey were told this approach was impossible by most experienced chemists and materials scientists and had trouble creating these perfectly half-white, half-black spheres; during his experiments, Albert accidentally created some all-white spheres. Comiskey experimented with charging and encapsulating those all-white particles in microcapsules mixed in with

10816-444: Was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron . If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a product or company, so that "brand" now suggests the values and promises that a consumer may perceive and buy into. Over time,

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